Awareness To Promotion That Gives Brands The Freedom To Speak Louder, Scale Faster And Grow Stronger
Interactive nature improves effectiveness and brand image
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as computers, mobile phones, tablet and other digital media and platforms to promote products and services. Basically, it refers to any online marketing efforts or assets. It uses electronic devices to convey promotional messaging and measure its impact. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel. It can take many forms, including online video, display ads, and social media posts.
Almost anything can be a digital marketing asset. It simply needs to be a marketing tool you use online. Here are just a few examples:
- Your website
- Branded assets (logos, icons, acronyms, etc.)
- Video content (video ads, product demos, etc.)
- Images (infographics, product shots, company photos, etc.)
- Written content (blog posts, eBooks, product descriptions, testimonials, etc.)
- Online products or tools (SaaS, calculators, interactive content, etc.)
- Social media pages
There are as many specializations within digital marketing as there are ways of interacting using digital media. Below are a few examples:
- Search engine optimization (SEO) – it is technically a marketing tool rather than a form of marketing in itself. It is a science because it requires you to research and weigh different contributing factors to achieve the highest possible ranking.
- Content marketing – SEO is a major factor in content marketing, a strategy based on the distribution of relevant and valuable content to a target audience. Content marketing helps attracting leads that ultimately convert into customers.
- Social media marketing – it means driving traffic and brand awareness by engaging people in discussion online. The most popular platforms for social media marketing are Facebook, Twitter, and Instagram, with LinkedIn and YouTube not far behind. Social media marketing offers built-in engagement metrics, which are extremely useful in helping you to understand how well you’re reaching your audience. You get to decide which types of interactions mean the most to you, whether that means the number of shares, comments, or total clicks to your website.
- Pay-per-click marketing (PPC) – it is posting an ad on a platform and paying every time someone clicks on it. Each PPC campaign has 1 or more target actions that viewers are meant to complete after clicking an ad. These actions are known as conversions, and they can be transactional or non-transactional. Making a purchase is a conversion, but so is a newsletter signup or a call made to your home office.
Email marketing – the concept of email marketing is simple—you send a promotional message and hope that your prospect clicks on it. Email marketing is a proven, effective technique all on its own: 89% of surveyed professionals named it as their most effective lead generator.
However, the execution is much more complex since there are restrictions other important factors when sending these emails. For example:
- Emails are wanted by customer
- States clearly what kind of emails the subscriber will get
- Offers a clear unsubscribe option
- Prospects must see your campaign as a valued service, not just as a promotional tool.
Digital marketing not only reaches a broader audience than traditional marketing but also carries a lower cost than newspaper ads, television spots, and other traditional marketing opportunities that also give you less control over whether your target audiences will see those messages in the first place.
With digital marketing, results monitoring is simple. Digital marketing software and platforms automatically track the number of desired conversions that you get, whether that means email open rates, visits to your home page, or direct purchases.